“How To Promote
Yourself By Word
Of Mouth... Yours”

“By inflection you can say much more than your words
do.” ---Malcolm S. Forbes

Do you do public speaking? Perhaps,
you are sometimes asked to teach a
class relating to healthcare or
medicine. Or, make you give a public
speaking
talk at the local Kiwanis
Club
meeting.

Most physicians during their career
have many opportunities for public
speaking activities before a live
audience. Some delight in that
process,
while others fulfill their
speaking options haphazardly by
standing up during the medical staff
meeting at the hospital and voicing
their opinion about whether to
initiate a new bylaw into the medical
staff protocol.

Almost all people, regardless of age,
education, or celebrity status know
what “stage fright” or fear of public
speaking means.

Although some doctors and other
professional healthcare providers
respond
to public speaking jobs before
an audience instantaneously, most are
rather hesitant to agree to do a
public speaking presentation for many
reasons, commonly don’t have time,
fear of making a fool out of
themselves, don’t have topics to speak
about, have difficulty organizing a
speech,
among others.

Without a doubt, giving a speech or
presentation in a formal manner,
creates for you considerably more
publicity, promotional advertising,
positional status, and reputation in
one hour than months of behind the
scenes efforts.

It’s acutely personal between you and
every person in the audience. And,
you have the perfect opportunity, more
than any other effort I can think of,
to influence people’s thoughts about
your personal dedication to deliver
top medical care to them whether it is
in the form of a “speech full of words
and information,” or in an office
visit.

When you understand that the process
of making a public speaking
presentation in front of any audience
in your community, as well as out in
the world anywhere, gives you unending
power and prestige, which leads to
more success in your medical practice
business, then you will automatically
overcome any stage fright you will
ever feel. Sounds
easy… right?

The solution to speaking in front of
groups of people is the same as going
through the desensitization treatment
for pollen allergies. You start with
small groups of people you already
know and gradually speak to larger
groups over time. You’ll find it
easier and easier to speak in front of
larger audiences.

You lose the public speaking fear
factor to a huge degree because you
quickly improve your public speaking
and presentation skills (builds your
confidence) for the speech in order to
get as much information out to the
audience in the shortest time
allowed.

When you are knowledgeable about your
topic, you are confident enough
in
public speaking to almost go without
notes or prompts. However,
experts in
public speaking advise having a
checklist of important points to make
during your talk.

It can be in the form of slides,
teleprompters, or handwritten notes in
front
of you. You might like to know
that in spite of one’s high regard for
President Obama’s eloquent speeches,
he never appears in public, or
anywhere, to speak without a
teleprompter present, even in a news
conference with reporters. The only
single exception is when he moves out
into a crowd to shake hands and make
comments.

Now, imagine yourself standing up
there on the stage. You’ve just been
introduced. At that second in time,
you are wondering, “Why did I ever
agree to do this? I must be
masochistic.” The critical issue is
what you do next. And, that is right
at the same instant you are thinking,
“Damn, I’ve forgotten everything I was
going to say.”

It’s the exact time when you must
rapidly and powerfully get your
audience’s complete attention. If you
believe that first impressions count,
then this is the time you have to make
your move, because there isn’t enough
time to pray, or change your sweaty
shirt or blouse.

The tone, ambiance, body language, and
well-spoken opening words set
the pace
of your presentation. You want to
draw the audience
attention immediately.

Remember, that every person in the
audience at that moment is talking
or
thinking mentally along their own
mental agenda. Your job is to
dislodge, or even jerk every person
out of their conscious mental path
they are on, so they are mentally and
consciously open minded to listen to
you.

Interrupting their thought pattern
(the internal silent mental conversation
that person is already having with them
self, when you walk up to them) is
the hook you use to get attention. Of
course, a gunshot would do the same
thing. But, you are empowered to do
it, while
using a silencer.

1.

Use A Thought Provoking
Question
Like, you would say to an audience of
healthcare personnel, “Did you know
everyone in this room faces death from
a hip fracture?” Or, “Are you aware
everyone in this room has some
significant contact with cancer which
affects them in some way?” It allows
you a moment to gather your thoughts
and head towards the “hot buttons” of
your audience. A provocative question
works every time.

2.

Use Story
Telling

Most people remember a story far
longer than facts, statistics, and
information. Starting out with a
story containing the theme and essence
of the topic of the presentation
forces people to listen—a natural
instinct down through time and
history. People love stories. Make
the
story personal.

3.

Use A Direct
Question

Pick out a person in the front row
that you know by first name. Jerry,
let
me present you with a question to
answer. “Do you have a concern about
the issue of abortion?” Whatever
Jerry answers, enables you to then go
on to present the pro and con issues
about the topic being presented. The
question leads into the presentation
of your talk.

It gives you a chance to set the tone
of the presentation, and allows you to
present your compelling evidence for
your point of view. You, can “feel”
how the audience would like
you to
proceed.

4.Create An
ExerciseIt creates a physical exercise that
the whole audience participates in. Often, the late afternoon speaker is
the one who finds this process quite
helpful.
By then, the audience is
getting bored, sleepy, preoccupied,
gluteus numbness, and lack
concentration.

In one conference I attended, the
speaker had everyone learning the true
secret of relaxation by having
everyone stretch out their arms and
legs in certain postures then move
their heads in certain awkward
positions while changing their arm and
leg positions over a good 5 minutes
time. It did awaken my mind and
consciousness, as well as contribute
to my aching muscles for the next
three days.

5.

Use a
Controversial Statement

By doing this you will face some
resentment or jeers from the
audience. Your job is then to recruit
them back into the topic as you
continue... win them back over.

With a live audience, it’s much more
problematic and potentially risky
because certain highly argumentative
topics bring out more than usual
emotional responses. Making such
statements online, on radio and TV,
or
in articles makes you less accessible
to the readers and listeners who
can
only reply from a distance.

6.

Use An
Outlandish Visual Presentation

I remember attending a lecture about
skin lesions. While moving from one
slide photo of a dangerous skin lesion
to another on real people, suddenly a
slide on the screen showed a naked
shapely woman riding a bicycle along a
path. Of course, her positioning in
the photo protected her private
components from view.

The medical audience remained very
alert and attentive awaiting another
surprise photo after that. The
speaker pretended that he didn’t know
where that slide came from, like you
or I might have done.

Rules for public speaking

A. Avoid boring your
audience.

(Be Creative)

Use humor when appropriate but only
if you are
adept at using humor.

Use pauses in your speaking which
causes people
to wonder why, and pay
closer attention.

Have a box of colored (with your logo
or promotion
on them) T-shirts rolled
up so you can stop and
throw them out
into the audience at some time
in your
presentation.

Show the audience how you escape from
a
straight-jacket by demonstrating how
it's done.

Put on a weird hat while
you are speaking.

Walk down into the audience while
speaking—
ask people along the isles
questions
to get
their interaction.

B. Avoid offending your audience

Although profanity is in common use
everywhere, don’t
use any, even generic profanity
in your speech.

Most speakers avoid using religious,
political, and
racial comparisons.

Don’t ever agree to give a public
speaking presentation,
then drop out of the agreement.

Begin promptly at the scheduled
time... don’t be late.

Allow time for questions and answers
after the speech.
Have the audience write down their
questions, a
way of making them
interactive with you.

Smart to provide the audience with
handouts, brochures,
or related
reports on the topic.

Avoid wandering away from your topic
because
of
distractions... unless you use the
distraction to
wake-up
your audience.

Don’t fabricate answers to questions
you don’t know the
answer to. Admit
you don’t know and agree to get the
person’s name and email so you can
send them
the
answer promptly.

C. Proper preparation for public
speaking

When
using power point
slides or screen
images to
emphasize your primary
important messages or
lessons to the audience...

---never use more than 20 slides in a 45 minute talk.

---on the screen, never have more than 3 or 4 lines
to
be read.

---avoid turning to screen and reading your own
slides
to the audience (means you don't
know
your subject well).

Create an outline on paper, not in
your head, of every
point you need to
make. Prioritize them. Then fill in
content, evidence, or statistics that
support each point.

Good speakers practice their speech in
front of a mirror
several times—where
you can see your body language,
expressions, and weak points of the
talk. Then correct
those problems
that make them
look awkward.

Many speakers record their speech
beforehand, listen to
the recording
and make corrections where needed.

Make every effort to avoid speaking
fast, because many will
not hear all
you said. It results in hands going
up to
ask questions and interruptions
of your talk.

Speak in a lower speech voice tone
as
it adds authority
to your message.
When speakers become excited,
insecure, and lose composure, their
voice tone goes
higher... sometimes
soprano.

Summarizing—

Following the above
steps and advice to a reasonable
degree will give you the personal
confidence to speak in front of any
size group no matter what the
composition of the group is.

Public
speaking
is one
area of
promotion
many
doctors
and
healthcare
professionals
avoid at
their
peril.
The ideas
I have
written
about
above I
learned
from
public
speaking experts,
Peter Fogle,
Tom
Antion,
and
others.

Article #17A

How To Make More Money Than Ever When
Others Are Stymied And Struggling

By Dan S.
Kennedy

My newest book,
No B.S. Wealth Attraction In The
New Economy is all about making
yourself magnetic to money, in part
via different approaches to marketing.
Here’s some insight into that process…

Last year I
bought a 1972 AMC Javelin. I already
own a ’63 Lincoln
Town Car
convertible. I don’t have them as
investments or to show; just to drive
around during the summer. I didn’t need two summer cars. In fact, I
had to rent a garage for the second
one. Then this year, I bought Dean
Martin’s 1986 Rolls-Royce, which has
only 19,000 miles on it and is nearly
showroom new.

It’s not that I haven’t
been affected by the recession and by
anticipation of economic damage to
come from the President’s policies (mis-guided
or sinister – your choice) and the
big tax target he has painted on
my
chest. There are some things I
might have bought that I stopped
myself from buying precisely because
of those realities. But I bought these because
I
wanted them.

What does
this have to do with you, since you don’t deal in classic cars?
Plenty. It reveals two “sword in the
stone secrets” of marketing and
selling in any circumstances, but
especially in tough times. You may
recall
the Arthurian legend, or at
least the Disney version: mighty
knights could
not pull the sword from
the stone with muscle and brawn; only
one young, much less muscular boy pure
of heart and strong of mind could
command
the sword.

If you were prospering by
“pushing” products and services on
anybody breathing during the boom,
you’ve probably now found that muscle
doesn’t matter. Something different is
required, for success with
advertising, marketing selling; for
attraction of prospects,
customers,
clients.

A fact
about money. Whatever money is in
circulation is always in motion,
moving constantly from one person to
another like bees flitting
flower to
flower, attracted not by happenstance
but for definitive reasons
that can be
managed. At the moment, there is,
admittedly, money
withdrawn. Some is
sitting on the sidelines; private
capital on strike; money hiding in
what one of my clients, a business
coach to 4,000 financial
advisors,
calls “coffee
can portfolios.”

Middle class spending
reduced by restricted access to
credit. Affluent spending reigned in
as much by feeling need to show
respect for others’ recession as by
financial reality. So yes, there is
a little less money in motion. But
there is also a lot less competition
for it. Tens of thousands of
retail stores closed in 09, and that
is continuing this year. Thousands if
not tens of thousands of real estate
agents, insurance salespeople, etc.
have gone into hibernation
or off
ledges.

An even bigger number in
every business category just
aren’t trying. They believe effort
or investment; advertising, marketing,
promoting futile, because they deny
the reality of money in motion, and
the few times they’ve tried recently,
they haven’t been able to budge the
sword in the
stone. So there are
orphaned customers, neglected
prospects, discouraged
and listless
salespeople, foolish business owners
stopping all outreach to try waiting
out a New Economy evolving. Thus,
there is actually more money in
motion for you than anytime in
over a decade. So, here are the two
secrets you need:

#1: No matter what, each and every
individual will buy when what is
offered is perfectly, precisely
aligned with his greatest, highest,
burning brightest personal interest,
desire or need. The individual in this
situation will buy without price
resistance or hesitation.

#2: To prosper, you need only (a) be
certain you aren’t wasting time on the
bottom 20% who really can NOT buy
anything but bread crusts and water,
and (b) align whatever you sell with
someone’s greatest, highest, burning
brightest personal interest and invest
in presenting your business
only
to individuals for whom it is aligned
with their
greatest interest.

And, a bonus #3: there
issomebody
whose highest personal
interest can match what you sell.
Plenty of such somebodies.

In order to be a good
prospect, by my criteria, a person
must have
a need or desire for which
he is profoundly and urgently
interested in – preferably seeking –
an answer to, and must have the
financial ability to buy my answer to
it, at my price. I have other criteria
specific to my businesses and you
should have other criteria specific to
your business. But this is universal,
foundational criteria.

Important note: without
great clarity about the ‘who’ you want
as prospect or customer, you are
playing “blind archery”, a fool’s
game.

This is why I bought the $30,000.00
Javelin and $70,000.00 Rolls-Royce but
talked myself out of an $8,000.00
closet remodeling project we actually
needed in one of our homes.

However, at the Home Show, had a very
astute closet remodeling company owner
or sales professional stopped yakking
about their design awards, quality
wood, guarantees, and deals and
discovered that a very important
wedding anniversary was coming up and
talked about surprising
my wife with
something unexpected inside a box
wrapped to look like
another piece of
jewelry, there would have been a
closet bought, without
a
second
thought!

If I were running the
closet company, I’d get lists of
affluent neighborhood residents, and
busy doctors and other affluent
professionals, having spouse’s
birthdays or wedding anniversaries
each month and send them persuasive
sales letters about ‘the gift
she’ll appreciate every day. Flowers
perish. Fine jewelry worn
occasionally, hidden away most of the
time. But this gift….’ (Yes, such
lists are available.)

All this requires making
yourself a much more sophisticated
marketer. A choice. But know this, for
the foreseeable future, trying to
dislodge that sword with brute force
won’t work. I’m all for work. But the
cliché is true now more than ever:
working harder won’t get much.
Working smarter is essential.
The smart goal is perfect alignment of
what you market or sell, probably
re-positioned and more creatively
presented, with the passionate, urgent
interest of a group of reachable
prospects, to the exclusion of all
others. In other words, be about
something really meaningful to
somebody, not about “stuff”; your
product, your service. *********